In the early days of online publishing development, magazine publishers believed that the only thing to do was to place their own customers on sites such as AOL (AOL), Prodigy, and Compuserve. For example, AOL’s Electronic Newsstand section provides content from some of the world’s leading consumer magazines, a feature that has attracted a large number of users to sign up for AOL.
Today, journal publishers are no longer so simple about online publishing. Almost all magazines have their own sites on the Internet and can provide their own content to every user who accesses the Internet. However, most magazine publishers still feel that they are not good at the media, even if they already have their own magazines and sites.
I. The lack of profitability in online magazines Online magazine publishing has faced a major problem from the very beginning. It is the question of funding, that is, how to make profits to maintain the development of online magazines. For paper media magazines, it can earn profits through advertising revenue and subscription revenue, while online magazines often fail to pay. In the late 1990s, during the peak period of online development, online magazines often relied on online advertising to obtain a small amount of profit. However, such a good time seems to be gone for now, and online advertising has become difficult in many areas. So magazine publishers can only rely on the profits of the paper media version to make up for the loss of the online version.
Although online magazines are in such an awkward position, publishers are still happy to have their own online magazines. The purpose of doing so is nothing more than to show their readers that they are ahead of their minds and follow the pace of new technologies. But at the same time, these publishers know better than anyone else that their biggest task is to encourage more people to subscribe to their paper media magazines, because this is the real money maker. So when magazine publishers maintain their own online magazines, they are often reluctant to repeat their content on the media version in the online version to avoid the online version of the print market. This point of view often constrains the development of the online version of the idea, but also makes online magazines more difficult.
In this regard, John Miller, a decision advisor at the San Francisco office of Danilo Black, a design consulting firm, expressed his opinions. Miller believes that magazine publishers should not set the same content on the online version as the print edition to avoid a decrease in the print circulation. However, when considering online content, it is not necessary to completely avoid the print version. At least, the content may echo the print version. Or an extension of the printed content.
Second, the echo of various versions Although Miller and some other consultants also believe that the content of the online version of the magazine should not be the same as the print version, but they and some publishing experts agree that the online version of the site design must echo the print design style. This is the most basic point.
Annie Huang, head of San Gabriel's magazine CA design firm Bocu & Bocu, believes that the magazine's website and its printed version do not have to look as identical as the twins, but it should allow readers to see that they come from the same family, that is, they must be unified. style of. The key to achieving this is the echo of structure and navigation settings, rather than completely using the same design. Annie added that all that needs to be done is to give readers a sense of déjà vu when they approach the structure of chapters and articles.
Karen Saks, another magazine consultant, agreed with Annie. He believes that the navigation system is a very important tool on the magazine website. When setting up a website, you must fully consider the setting of the navigation system, especially considering the relationship between the online magazine and other versions (such as print, CD, etc.).
Third, the unification of trademarks and brands One way to keep the family of online and printed magazines connected is to use a shared logo, and the most important thing is actually to use the same trademarks and brands on the site as the printed edition, so that the readers At a glance.
Sheffe's point of view is even more profound. He believes that the visible brand identity is very important, but the brand's connotation goes far beyond the content of a visible trademark and magazine's external design. What's more important is that the brand condenses the business philosophy of a magazine. , Business philosophy, it is a magazine can grasp the most essential things of the reader. Therefore, in addition to matching the brand's external logo, online magazines must also strive to grasp and penetrate the brand's deep connotation as a whole. Only by truly grasping its business philosophy and management philosophy can it be successful. .
Fourth, the misunderstanding of the online version of design Many magazine design consultants believe that the online version of magazine design is the most likely to make a mistake is to insert too many fancy but not necessarily practical things, such as a variety of three-dimensional animation, video, audio, etc., in the long run they will not only not attract The reader also reduces the download speed. And the attention to these details also makes designers ignore the tacit understanding with the printing plate.
Sheffe stated that she had encountered this problem. Customers insisted on adding broadband content to their own magazine sites. The job of this site should be to provide readers with simple and useful text information. Reasons for this happening. It is because many website operators always want their sites to be dazzling and they hope to attract readers' attention through various high-tech contents. But in this way, it is not easy to highlight the original style of the magazine, and the reader’s technical support is required. Many magazine design consultants believe that for most online magazines, the simple and useful content is very developed. Readers do not need to use plug-ins. If you add more complex content that requires the use of plug-ins, you should at least consider whether the content is worth the reader to spend so much energy to appreciate. Miller added that the most valuable Flash animation he has ever seen on the site is at Ikea, a furniture discount station that shows the reader how a cabinet is assembled through a Flash animation. Miller thinks that if the magazine site uses such multimedia content for such an idea, it must be value for money, otherwise it will only dampen readers' interest. As some sites often use large segments of Flash for no reason, the first thing you see when you enter these sites is a keystroke “skip itro†that asks you to download its Flash introduction. In fact, this is a very inefficient way.
V. Frontline Business Opportunities of Magazine Sites From another perspective, magazine type content is also useful for many websites. They have already formed part of various websites including e-commerce sites.
Because of the commonality between e-commerce sites and publishing sites, some people call the network a kind of publishing media. The goal of an e-commerce site is also to deliver business information to users, attracting users' consumer interests, and thus contributing to consumer behavior. The various journalistic content is a way for e-commerce sites to provide consumers with consumption information.
When e-commerce sites realized that they needed to add explanatory information beside their own product records a few years ago, they began to look for authors and editors for various traditional media to accomplish these tasks for themselves. When we entered some e-commerce sites, we could discover The above steps are similar to those of some printed magazines.
Karen Saks is such an example. Saks was originally a famous editor of a home magazine. He was later employed by an internet company to help them develop an e-commerce site that sells furniture. Saks's mission is to edit a variety of home presentations and product introductions for site design. Unfortunately, this Internet company became a victim of the cyber storm and the website was forced to die. But at least we can see that some journalistic websites can play a role in e-commerce. This idea can at least find a chance for online publishing.
6. The most noticeable phenomenon in the development of online publishing is the phenomenon of propaganda in printed magazines. More and more websites have begun to use their own print media to promote themselves, such as Expedia's trip to Ziff-Davis and Expedia.com last year. The magazine, which contrasted with the early days of online media's ostracism in rejecting the print media, formed a great contrast.
Print publications, especially print magazines, have such promotional power because most readers are more accustomed to reading magazine advertisements, and magazine advertisements are more eye-catching than banner advertisements or pop-up advertisements on websites. Magazine advertisements are generally close to the text. When the reader reads it, they immediately see it. It is a passive and easy process. When browsing on the Internet, they often have to click and wait for the page to open. This is much more nervous, and this is also a pro reader. One of the most important reasons for printing magazines.
For the relationship between print media and online media, only those extreme technocrats think that the Internet will replace printing. The slightly rational Internet publishers will understand the importance of print media, especially print magazines. The future publication will combine various media such as printing and internet, so it is inevitable for magazine publishing to embark on a cross-media road.
Today, journal publishers are no longer so simple about online publishing. Almost all magazines have their own sites on the Internet and can provide their own content to every user who accesses the Internet. However, most magazine publishers still feel that they are not good at the media, even if they already have their own magazines and sites.
I. The lack of profitability in online magazines Online magazine publishing has faced a major problem from the very beginning. It is the question of funding, that is, how to make profits to maintain the development of online magazines. For paper media magazines, it can earn profits through advertising revenue and subscription revenue, while online magazines often fail to pay. In the late 1990s, during the peak period of online development, online magazines often relied on online advertising to obtain a small amount of profit. However, such a good time seems to be gone for now, and online advertising has become difficult in many areas. So magazine publishers can only rely on the profits of the paper media version to make up for the loss of the online version.
Although online magazines are in such an awkward position, publishers are still happy to have their own online magazines. The purpose of doing so is nothing more than to show their readers that they are ahead of their minds and follow the pace of new technologies. But at the same time, these publishers know better than anyone else that their biggest task is to encourage more people to subscribe to their paper media magazines, because this is the real money maker. So when magazine publishers maintain their own online magazines, they are often reluctant to repeat their content on the media version in the online version to avoid the online version of the print market. This point of view often constrains the development of the online version of the idea, but also makes online magazines more difficult.
In this regard, John Miller, a decision advisor at the San Francisco office of Danilo Black, a design consulting firm, expressed his opinions. Miller believes that magazine publishers should not set the same content on the online version as the print edition to avoid a decrease in the print circulation. However, when considering online content, it is not necessary to completely avoid the print version. At least, the content may echo the print version. Or an extension of the printed content.
Second, the echo of various versions Although Miller and some other consultants also believe that the content of the online version of the magazine should not be the same as the print version, but they and some publishing experts agree that the online version of the site design must echo the print design style. This is the most basic point.
Annie Huang, head of San Gabriel's magazine CA design firm Bocu & Bocu, believes that the magazine's website and its printed version do not have to look as identical as the twins, but it should allow readers to see that they come from the same family, that is, they must be unified. style of. The key to achieving this is the echo of structure and navigation settings, rather than completely using the same design. Annie added that all that needs to be done is to give readers a sense of déjà vu when they approach the structure of chapters and articles.
Karen Saks, another magazine consultant, agreed with Annie. He believes that the navigation system is a very important tool on the magazine website. When setting up a website, you must fully consider the setting of the navigation system, especially considering the relationship between the online magazine and other versions (such as print, CD, etc.).
Third, the unification of trademarks and brands One way to keep the family of online and printed magazines connected is to use a shared logo, and the most important thing is actually to use the same trademarks and brands on the site as the printed edition, so that the readers At a glance.
Sheffe's point of view is even more profound. He believes that the visible brand identity is very important, but the brand's connotation goes far beyond the content of a visible trademark and magazine's external design. What's more important is that the brand condenses the business philosophy of a magazine. , Business philosophy, it is a magazine can grasp the most essential things of the reader. Therefore, in addition to matching the brand's external logo, online magazines must also strive to grasp and penetrate the brand's deep connotation as a whole. Only by truly grasping its business philosophy and management philosophy can it be successful. .
Fourth, the misunderstanding of the online version of design Many magazine design consultants believe that the online version of magazine design is the most likely to make a mistake is to insert too many fancy but not necessarily practical things, such as a variety of three-dimensional animation, video, audio, etc., in the long run they will not only not attract The reader also reduces the download speed. And the attention to these details also makes designers ignore the tacit understanding with the printing plate.
Sheffe stated that she had encountered this problem. Customers insisted on adding broadband content to their own magazine sites. The job of this site should be to provide readers with simple and useful text information. Reasons for this happening. It is because many website operators always want their sites to be dazzling and they hope to attract readers' attention through various high-tech contents. But in this way, it is not easy to highlight the original style of the magazine, and the reader’s technical support is required. Many magazine design consultants believe that for most online magazines, the simple and useful content is very developed. Readers do not need to use plug-ins. If you add more complex content that requires the use of plug-ins, you should at least consider whether the content is worth the reader to spend so much energy to appreciate. Miller added that the most valuable Flash animation he has ever seen on the site is at Ikea, a furniture discount station that shows the reader how a cabinet is assembled through a Flash animation. Miller thinks that if the magazine site uses such multimedia content for such an idea, it must be value for money, otherwise it will only dampen readers' interest. As some sites often use large segments of Flash for no reason, the first thing you see when you enter these sites is a keystroke “skip itro†that asks you to download its Flash introduction. In fact, this is a very inefficient way.
V. Frontline Business Opportunities of Magazine Sites From another perspective, magazine type content is also useful for many websites. They have already formed part of various websites including e-commerce sites.
Because of the commonality between e-commerce sites and publishing sites, some people call the network a kind of publishing media. The goal of an e-commerce site is also to deliver business information to users, attracting users' consumer interests, and thus contributing to consumer behavior. The various journalistic content is a way for e-commerce sites to provide consumers with consumption information.
When e-commerce sites realized that they needed to add explanatory information beside their own product records a few years ago, they began to look for authors and editors for various traditional media to accomplish these tasks for themselves. When we entered some e-commerce sites, we could discover The above steps are similar to those of some printed magazines.
Karen Saks is such an example. Saks was originally a famous editor of a home magazine. He was later employed by an internet company to help them develop an e-commerce site that sells furniture. Saks's mission is to edit a variety of home presentations and product introductions for site design. Unfortunately, this Internet company became a victim of the cyber storm and the website was forced to die. But at least we can see that some journalistic websites can play a role in e-commerce. This idea can at least find a chance for online publishing.
6. The most noticeable phenomenon in the development of online publishing is the phenomenon of propaganda in printed magazines. More and more websites have begun to use their own print media to promote themselves, such as Expedia's trip to Ziff-Davis and Expedia.com last year. The magazine, which contrasted with the early days of online media's ostracism in rejecting the print media, formed a great contrast.
Print publications, especially print magazines, have such promotional power because most readers are more accustomed to reading magazine advertisements, and magazine advertisements are more eye-catching than banner advertisements or pop-up advertisements on websites. Magazine advertisements are generally close to the text. When the reader reads it, they immediately see it. It is a passive and easy process. When browsing on the Internet, they often have to click and wait for the page to open. This is much more nervous, and this is also a pro reader. One of the most important reasons for printing magazines.
For the relationship between print media and online media, only those extreme technocrats think that the Internet will replace printing. The slightly rational Internet publishers will understand the importance of print media, especially print magazines. The future publication will combine various media such as printing and internet, so it is inevitable for magazine publishing to embark on a cross-media road.
Injectable Dermal Fillers provide a minimally invasive approach to reducing facial lines and wrinkles and restore volume to the face. Due to their popularity and benefits, plastic surgeons are finding ways to maximize the benefits. A recent study suggests that dermal fillers provide varying degrees of lifting and volumizing effects for each patient.
Scans were taken of the cadavers after dermal fillers were injected and showed significant increases in local soft tissue volume in central areas of the face. By targeting these areas, the facial injections provided local lifting effects, however, the benefits were extremely localized with no accompanying regional effects. But, when dermal fillers were injected in lateral areas such as the temple, mid-face, and jawline, the fillers not only created localized lifting but also regional lifting in neighboring areas of the face.
With these findings, plastic surgeons are seeing the importance of combined injection techniques to provide larger benefits for their patients. For example, if a plastic surgeon added a deep filler injection and a temple injection, the technique provided an additional 17.5 percent increase in lifting the temple, plus a 100 percent increase in lifting the jawline.
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